This might be a bit late seeing as the 2010 FIFA World Cup has already started oh, I don’t know, two weeks ago. But I figured hey, better late than never! As an old teacher of mine once said, if not on time, then at least in time.
Anyway, as we all know, the World Cup draws in millions of viewers from all over the world. And with that comes an onslaught of marketing campaigns from a lot of big named companies.
Take Nike, for example. Their “Write the Future” campaign apparently linked Nike to the tournament twice as much as their biggest competitor and official World Cup partner, Adidas. Which, might I add, “had the highest levels of tournament mentions of all of the official brands.” (Of course, this only applies to the English language World Cup related messages in the different social medias on the net.) In other words, seems like Nike has kicked Adidas' butts in terms of marketing of the World Cup.
Funny thing is, Nike’s not even an official partner of the World Cup.
Here’s their campaign video that, last I checked, garnered over 17 million viewers on YouTube. (And with good reason, have you seen the cast?!?)
PS. Here's the article that can explain a bit more about the campaign ambush--and a few other brands (official sponsors, or not) that are also worth mentioning in terms of World Cup marketing.
PPS. Who are you rootin' for?
